Influencer marketing continues to rise. According to a Statista survey, the global creator market is expected to reach $33 billion by 2025, nearly triple the $9.7 billion recorded in 2020. The research shows that influencers have solidified their role as key players in advertising strategies, occupying an increasingly larger share of brand budgets—more than just a passing trend.
The sector’s explosion is a direct reflection of digital transformation in consumer habits. Today, short videos, honest reviews, and emotional connections with creators hold more persuasive power than traditional ads. The pandemic accelerated this shift, and since then, the industry hasn’t stopped growing.
Fabio Gonçalves, Talent Director at Viral Nation and an expert in influencer marketing for over a decade, explains that this expansion is driven by a combination of factors: ‘The internet decentralized communication. People trust those they follow more than institutional advertising. This makes influencers increasingly relevant—not just as promoters but as builders of brand, culture, and behavior.’
The executive also notes that the financial boom has brought new challenges: ‘The more money circulates, the greater the responsibility for everyone involved. Brands want returns, so expectations have risen. Influencers must go beyond charisma and deliver data, strategy, consistency, and professionalism. This is only possible with structure and accountability. Audiences are becoming more discerning and can tell when content is made purely for money.’
Fabio also highlights that this movement is shaping a new generation of creators, better prepared for long-term vision: ‘Those who treat content as a business tend to stand out. Clarity on positioning, audience, differentiators, branding, and reputation is crucial. The sector’s growth is real, but influencers’ maturity must keep pace.’
To navigate this new landscape, agencies’ roles have become even more strategic. ‘At Viral Nation, our work goes far beyond securing sponsorships. We help creators scale their digital presence based on data, purpose, and positioning. We focus on personal branding, corporate relations, and even financial education. We believe the future will belong to influencers with structure, strategy, and accountability—and that’s where we’re focused to prepare them for this new era of influencer marketing.’
METHODOLOGY
The study was conducted by Statista, one of the world’s leading market data platforms. The survey tracks the annual evolution of the influencer marketing industry’s global value since 2016. Projections for upcoming years are based on trends in ad spending, social platform growth, and sector transaction volume. The full research is available at: https://www.statista.com/statistics/1092819/global-influencer-market-size
